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Mersin Üniversitesi

Ders Bilgileri

INTEGRATED MARKETING COMMUNICATIONS
Kodu Dönemi Teori Uygulama Ulusal Kredisi AKTS Kredisi
Saat / Hafta
BUS372 Spring 3 0 3 4
Ön Koşulu Olan Ders( ler ) None
Dili en
Türü Elective
Seviyesi Bachelor's
Öğretim Elemanı( ları ) Prof. Dr. Mehmet İsmail YAĞCI
Öğretim Sistemi Face to Face
Önerilen Hususlar None
Staj Durumu None
Amacı This course provides an overview of promotions and focuses on how to formulate strategies and tactics to achieve marketing objectives.
İçeriği Topics include: the general purpose of marketing activities, evolution of marketing thought, marketing mix and related decisions, external environment of marketing, and internal environment of marketing.

Dersin Öğrenim Çıktıları

# Öğrenim Çıktıları
1 To be able to define IMC principles, concepts, and terminology.
2 To be able to define the communication process.
3 To be able to understand consumer behavior.
4 To be able to analyze environmental factors in designing a promotion plan.
5 To be able to define the elements of promoion mix in detail.
6 To be able to develop consumer-oriented marketing strategy
7 To be able to explain the ethics and social responsibility.
8 To be able to analyze the effectiveness of promotional activities.

Haftalık Ayrıntılı Ders İçeriği

# Konular Öğretim Yöntem ve Teknikleri
1 Introduction to integrated marketing communications Lecture, discussion
2 Marketing communication process Lecture, discussion
3 Communication, Persuasion and Consumer Behavior Lecture, discussion
4 Persuasion Lecture, discussion
5 New Product Development and Introduction to Market Lecture, discussion
6 Brand, Packaging and POP Decisions Lecture, discussion
7 Advertising Management, Advertising Industry, Media Decisions Lecture, discussion
8 Mid-term Exam
9 Creative Ad Strategy, Message Decisions, Measurement of Ad Effects Lecture, discussion
10 Sales Promotion, Strategies toward the Intermediaries and Consumers Lecture, discussion
11 Public Relations Lecture, discussion
12 Sponsorship and Crisis Management Lecture, discussion
13 Personal Selling Lecture, discussion
14 Personal Selling Strategies, Management of Sales Force Lecture, discussion
15 Data Based Marketing Lecture, discussion
16 Final Exam

Resources

# Malzeme / Kaynak Adı Kaynak Hakkında Bilgi Referans / Önerilen Kaynak
1 Doç. Dr. Muazzez Babacan, Reklamcılık Temel Kavramlar, Detay Yayıncılık, 2005 (ISBN: 9799758969462).
2 Mete Çamdereli, Halkla İlişkiler: Ana Çizgileriyle, Salyangoz Yayınları, 2005 (ISBN: 9799756277026).
3 Prof. Dr. Serap Çabuk, Profesyonel Satış Yönetimi, Nobel Yayın Dağıtım, 2003 (ISBN: 9756557354).

Ölçme ve Değerlendirme Sistemi

# Ağırlık Çalışma Türü Çalışma Adı
1 0.4 1 1. Mid-Term Exam
2 0.6 5 Final Exam

Dersin Öğrenim Çıktıları ve Program Yeterlilikleri ile İlişkileri

# Öğrenim Çıktıları Program Çıktıları Ölçme ve Değerlendirme
1 To be able to define IMC principles, concepts, and terminology. 5͵8͵9͵10 1͵2
2 To be able to define the communication process. 1͵2͵6͵7 1͵2
3 To be able to understand consumer behavior. 1͵2͵8͵9 1͵2
4 To be able to analyze environmental factors in designing a promotion plan. 1͵2͵3͵6͵7͵9 1͵2
5 To be able to define the elements of promoion mix in detail. 1͵2͵6͵7͵10 1͵2
6 To be able to develop consumer-oriented marketing strategy 2͵3͵6͵7͵8͵10 1͵2
7 To be able to explain the ethics and social responsibility. 1͵2͵4 1͵2
8 To be able to analyze the effectiveness of promotional activities. 7 1͵2

Not: Ölçme ve Değerlendirme sütununda belirtilen sayılar, bir üstte bulunan Ölçme ve Değerlerndirme Sistemi başlıklı tabloda belirtilen çalışmaları işaret etmektedir.

İş Yükü Detayları

# Etkinlik Adet Süre (Saat) İş Yükü
0 Course Duration 14 3 42
1 Course Duration Except Class (Preliminary Study, Enhancement) 14 3 42
2 Presentation and Seminar Preparation 0 0 0
3 Web Research, Library and Archival Work 14 2 28
4 Document/Information Listing 0 0 0
5 Workshop 0 0 0
6 Preparation for Midterm Exam 1 0 0
7 Midterm Exam 1 1 1
8 Quiz 0 0 0
9 Homework 0 0 0
10 Midterm Project 0 0 0
11 Midterm Exercise 0 0 0
12 Final Project 1 0 0
13 Final Exercise 0 0 0
14 Preparation for Final Exam 1 0 0
15 Final Exam 1 1 1
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